剑桥商务英语高级阅读模拟题指导训练

1、第 PAGE22 页 共 NUMPAGES22 页剑桥商务英语高级阅读模拟题指导训练商务英语高级阅读模拟题指导训练1Although it is nothing new for panies to build relationships with customers, it has generally been done on a one-to-one basis. In recent years, however, technological developments have made it possible to build up individual relationships wit

2、h clients on a much larger scale, and this more sophisticated kind of operation is known as relationship marketing. Relationship marketing aims to increase sales through deliberate efforts to retain customers and promote two-way munication with them and new technology has make munication possible wi

3、th a for larger customer base than before. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability, which can be used to increase sales.The building of good personal relationships with customers is usually integral to the management of small bus

4、inesses, and owners of small corner shops clearly illustrate the essence of relationship marketing, although the technology available to them is far less advanced than that available to, say, a supermarket chain. Small shopkeepers have direct knowledge of regular customers and bee familiar with thei

5、r needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and regular customers.The benefits of relationship marketing enjoyed by small businesses are now available to big businesses, tha

6、nks to a number of developments. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers. Secondly, technologies have been developed which enable the collection, manipulation and analysis of huge banks of customer information. Large retaile

7、rs can use store cards to obtain detailed background information about customers ages, salaries and lifestyles, and point-of-sale technology can be sued to track purchases made by every customer. Electronic storage enables all of this information to be retained, manipulated and integrated, while det

8、ailed analyses can be carried out on ever more powerful puters. panies are thus able to target individuals amongst their thousands of customers with unique promotions or information matched to their back grounds and to their purchasing tendencies. Thirdly, panies feel a need to use relationship mark

9、eting because of increased petition: amassing knowledge about customers and building up customer relationships through interactive contact can enable organizations to differentiate their products or services more easily form those of petitors.However, relationship marketing is not always the right r

10、oute for organizations to take, and is not appropriate for all customers. Some bank customers, for exle, cost more to serve than the bank actually makes form their custom, while a supermarket customer who spends very little and does not shop regularly does not justify the expenditure of several poun

11、ds per annum on relationship marketing. In addition, customers may not always be interested in a relationship, even where there are demonstrable benefits to be had.Overall, successful relationship marketing depends upon selecting and targeting the customers you wish to retain, and identifying sales

12、areas where the investment and effort will be worthwhile. Many organizations have found the approach to be very rewarding in terms of customer retention and related profitability, but relationship marketing is still a developing field and is neither cheap nor easy to operate. It involves an integrat

13、ive approach which draws marketing, quality and customer service together; it also depends upon developing the capacity of every employee particularly front-line staff to market the goods or services of the organization in a customer-focused way; and finally, it can require heavy investment in appro

14、priate information technology.15. In the first paragraph, the writer describes relationship marketing asa. an idea that has passed in and out of fashion over the last few years.b. a term used for an activity that used to exist in a more basic form.c. a way for a pany to advertise to its customers.d.

15、 a way for a pany to analyze its profitability.16. Why are small shopkeepers used to illustrate relationship marketing?a. Their success depends on their relationships with their customers.b. They keep information about their customers on puter.c. They were the first to use the term relationship mark

16、eting.c. Their relationship with customers has started to change recently.17. One reason why large panies didnt use relationship marketing in the past is thata. they underestimated the true value of customer loyalty.b. heir customers didnt want them to collect information.c. they didnt need to find

17、out about individual customers.d. they didnt think they could justify the expenses.18. One advantage of relationship marketing for large retailer is thata. they can bee more widely known.b. they can respond to suggestions form customers.c. they can increase their customer base.d. they can identify t

18、he shopping habits of customers.19. According to the writer, what kind of customers are unsuitable for relationship marketing?a. people who only make cash purchases.b. people who dont shop very often.c. people who have had bad experiences with shops.d. people who want to shop as quickly as possible.

19、20. The writer concludes that relationship marketing is most likely to work ifa. the customer co-operate.b. it is applied in small sales areas.c. the right customers are chosen.d. front-line staff learn to use puters.Useful Words and Expressions:Deliberate; profitability; foremost; manipulation; ama

20、ss; differentiate; justify; demonstrable; integrative;Have you ever noticed the following sentences in your reading? If not, read them through and pay attention to the bold parts.15. The information gathered forms the basis of highly technical analyses of customer purchasing and profitability, which

21、 can be used to increase sales.16. Small shopkeepers have direct knowledge of regular customers and bee familiar with their needs, likes and dislikes. The shopkeepers can then provide services tailored to individual needs. Over time, a bond of loyalty is likely to develop between shopkeepers and reg

22、ular customers.17. First and foremost is the increasing recognition of the importance of profitability of retaining existing customers.18. Large retailers can use store cards to obtain detailed background information about customers ages, salaries and lifestyles, and point-of-sale technology can be

23、sued to track purchases made by every customer.19. a supermarket customer who spends very little and does not shop regularly does not justify the expenditure of several pounds per annum on relationship marketing.20. successful relationship marketing depends upon selecting and targeting the customers

24、 you wish to retain商务英语高级阅读模拟题指导训练2Set Yourself Up In The Travel BusinessIs there any place in the worlds biggest and fastest-growing industry for someone starting up in business on their own? The answer, it seems, is a definite yes. _H_. As the holiday and tourist business is growing by at least 10

25、 percent a year, the prospects for small independent travel agents with flexible markets and low overheads have never been so bright.No wonder next year will see a record number of independent start-ups at least 10,000, according to one estimate. _9_. They will benefit from puter technology, which m

26、eans they on longer need retail shops in order to operate as travel agents. At least 50 per cent of independent operators are already home-based, linked by puter to booking centers, ticket wholesalers and database services, which can cut prices by half, pared to the main travel agent chains. _10_. I

27、f they do, these dynamic independents bee like mini tour operators, creating their own packages from other peoples holidays, rather than just selling a standard holiday out of a brochure for only 10 per cent mission.The biggest problem with running your own travel pany can be to generate enough ine

28、to make it possible to apply for a license to sell air tickets direct. _11_. However, many independents are quite happy with this system. The brokers are fully bonded and therefore your customers are well protected. At the same time, you can still get good rates of mission. Even part-time agents sec

29、uring around ten bookings a month can earn around 1,000 a month. _12_.An even greater ine than that is possible with the right kind of specialization. Business and sports travel are particularly lucrative. _13_. One way to get this kind of deal can be to approach panies in your area direct and offer

30、 to cater for their corporate and leisure travel needs. You may be able to improve on their existing deals, especially if they are currently dealing with one of the larger travel panies. _14_. In fact, your only problem may well turn out to be that you bee so successful selling holidays you never ha

31、ve time to take one yourself!A Such big panies may have 75 per cent of the travel business, but theres plenty left for the smaller operator, particularly if they specialize.B This could be five times as much if you make it your only job.C Their low overheads should mean they are able to undercut the

32、ir petitors.D These will range from part-timers to full-time freelance travel brokers.E Otherwise you have to work through brokers and puterized distributors who all take their cut of the profit.F Even so, you need to ensure the staff have the right training.G For exle, there are agents offering exo

33、tic conference locations or parachuting in the desert.H In fact, theres never been a better time to try your luck in the travel trade.使用返指方法一：9，11，14。使用返指方法二：13。使用返指方法三：12。使用返指方法四：10。重要词汇和表达：Overheads; start-up; wholesaler; dynamic; brochure; broker; bonded; secure; specialization; undercut; distrib

34、utor; exotic; parachuting;小资料：10 Reasons Why You Should Have a Prestige Home Travel Business?Easy to Get Started - Work Actively or Just Refer ClientsGreat Way to get Extra Cash or a Full Time IneFun and Lifelong ActivityIdeal Post Retirement Business to Stretch Your DollarTravel Agent Only Discount

35、sIdeal Inter BusinessGet Paid Everytime You TravelIncredible Tax Benefits and DeductionsWork Part or Full TimeEnrich Your Lifestyle as a Member of the Travel Industry商务英语高级阅读模拟题指导训练3重要语法：篇章构成的技巧(Techniques in Making Texts)人们讲话或写文章时，常常要把前后讲的或写的内容加以联络。联络的方式有几类，它们为语言的应用提供粘合(cohesion)。获得粘合常用的方式是返指(refer

36、ring back)已经提及的事项。获得粘合的另一方式就是预指(referring forward)将要说及的事项。篇章构成的技巧非常适用于BEC阅读第二项。下面结合考题向大家详细介绍：Exercise OneWall Street Thinks Pla Is Set On 4bn Bid For GrapeGrape puter was yesterday the target of speculation about an imminent 4 billion takeover by Pla Microsystems, the new power in the puting world.

37、_H_. Grape and Pla remained silent about a possible alliance, but Grape shares leapt on Wall Street, the New York stock market, in anticipation of a bidding war.Grape has been at the center of takeover rumors for months, as its financial fortunes have worsened. _9_. As a result of this poor financia

38、l performance, the pany has also announced that it is making up to 1,300 employees redundant.Losses during the normally lucrative Christmas period had analysts on Wall Street wondering whether Grape could survive. _10_. With falling demand for its products, and increasing petition, it seems unlikely

39、 that the ailing pany will be able to survive another year unaided.Under Andrew Whiting, its chief executive, Grape has been troubled by mistakes and misjudgments. Senior management are regarded as responsible for a series of costly miscalculations about product marketing and corporate strategy. _11

40、_. puter experts have also been quick to criticize Grapes technical program: spending on research and development was cut at a time when other panies were bringing out innovative new products. _12_.According to the Wall Street Journal, Plas chief executive, David Murray, has been meeting “around the

41、 clock” with aides putting the finishing touches on an offer to acquire Grape, which is based in Cupertino, California. _13_. On Wall Street today, Grape shares were up 1 to 32.25, as dealers anticipated a bid by Pla for its troubled rival.Pla Microsystems, based in Mountain View, California, has be

42、en pursuing Grape since September, but talks were suspended two weeks ago as Pla waited for Grape shares to drop. _14_. As such, they have now taken over the position held by Grape in the 1980s.A. It is Grapes failure to keep up with the latest technical advances which has been seen as crucial to th

43、eir downfall.B. “If you cant survive at the time of year when the retail market is at its strongest, somethings really wrong,” said one market analyst.C. Such an acquisition would e in the form of a share swap valued at about 4 bn-or roughly 33 per Grape share.D. A producer of workstations-powerful

44、desktop puters used mainly in research and engineering, Pla Microsystems is the rising star in the puter world.E. The result has been shrinking market share, loss of key executives and falling morale.F. Last week, the pany that was once at the forefront of the personal puter revolution announced a 69 million loss for the quarter which ended on December 29.G. Grapes recovery dates from the managements decision to increase their share in